How Lenovo Uses Life Time Customer Value to Build SEM Campaigns

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NetElixir University Guest Expert Series

HOW LENOVO USES LIFETIME CUSTOMER VALUE TO BUILD SEM

CAMPAIGNS

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ABOUT NETELIXIR UNIVERSITY

• NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.”

• Through monthly webinars and quarterly seminars, we hope to provide the tools & knowledge to help people become better search marketers.

NetElixir University

Limin Zhao| Global SEM Manager

A DO COMPANY FOR

A DO WORLD – BUILD GLOBAL

SEM THROUGH CUSTOMER

JOURNEY

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A $30B global personal technology company with 30,000 people and customers in 160+ countries.

LENOVO IS…

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OUR UNIQUE HERITAGE

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REDEFINING THE COMPETITION

Smart Connected Devices WW- YTY growth outpacing Apple, HP, and Sony

Global PCEurope, Middle East, & Africa PCWW Consumer PC

PC in China, Germany, Russia, Japan, and IndiaWW Commercial PC, WW emerging markets

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#2 Worldwide share (IDC)

13 Straight quarters fastest growing major PC company

6.5%

8.2%

9.6%

13.1%

16.0%

“A MARKET SHARE JUGGERNAUT.” −WALL STREET JOURNAL

Lenovo WW PC Market Share

2009

2010

2011

2012

HOW SEM Contribute to The GROWTH

2013

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“LENOVO TWISTS TABLET & LAPTOP INTO IDEAPAD YOGA”−CNET

IdeaPad Yoga

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MEDIA LANDSCAPE

Paid EarnedOwned

AffiliatesPaid Search

Display

TVCinema

Print

Sponsorship

Lenovo.com

Lenovo Blogs

Lenovo Apps

Lenovo Social Assets

Word of Mouth

Social Mentions Reposts

Media Coverage

Customer Reviews

SEO

Email

Paid Social

Paid should drive activities to Lenovo Owned assets to provide a cohesive Lenovo experience for the customer. When users have a positive experience with Owned, Earned will generate more traction therefore increase more visits to Owned assets.

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CONVENTIONAL SEM CAMPAIGN

AdGoup

Product Campaign

AdGoup

KWs

Ads

KWs

Ads

Conversion

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LENOVO CUSTOMER JOURNEY

Purchase

new customer loopAttention

Interest

Desire

Advocate

Enjoy

Bondexisting customer loop

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LENOVO SEM CAMPAIGN STRUCTURE

Attention

Interest

Desire

New Custom

er

Existing Custom

er

Enjoy

Advocate

Bond

Purchase

Audience•Generic

•Category

•Product

•Brand + long tail

Creative•Awareness

•Engagement

•DG

LP•Splash Page

•Video Page

•Product Page

•Shop flow

•Retailer Site

Tactics•Goolge PPC; Bing RAIS

•Youtube Video; GDN

•Google/Bing PPC; retargeting

•adMarketplace

Metric•Visit; Bounce Rate

•Video complete; Time on Page

•Return Visist; Visitor Loyalty

•Sale; CVR

Audience•SS&P;customer service

•Product review; product blog

Creative•Accessories

•Call center

•Product Video

•Google+; review

LP•Shop flow

•SS&P Page

•Product Series

Tactics•Sitelinks

•Call extensions

•Product Video

•Google+

Metric•Cancellation rate

•CSAT score

•# of Google+ & reviews

13 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.

PAID SEARCH New Customer Existing Customer

Action Attention Interest Desire Purchase Enjoy Advocate Bond

Digital Program Integration

PLA, SEO, Social

Audience(who is our target audience)

Generic terms+Category terms:

laptop, tablet, computer, pc etc

Generic terms + competitive terms:

convertible pc, ultrabook, AIO pc, touch laptop, etc.

Product terms: yoga laptop, Ideapad etc

Brand keywords+product+long tail: lenovo yoga, lenovo

ideapad yoga, lenovo touch laptops, buy lenovo yoga

After sale+service: lenovo service, lenovo customer service etc

Add google+ & reviews to all paid search ads

Customer Need(what we want the customer to do)

Curious, aware, interested -- product learning, researching, comparison shopping Consideration Purchase

Support shopping cycle; accessories cross-sell

Product review; plus on Google

Goal(how will we measure what the customer does)

•Bounce Rate•Watch video Time spend on Site

•Visitor Frequency•First time Vs return visit

•Direct Sales•Participation sales•In-direct sales•Efficiency

•After sale support; •Call extension; •Google+ and review;

Tactics(what will we do to reach the customer)

•Google PPC•Bing/Yahoo RAIS•Youtube Search

•Google PPC + Google Display Network•Bing/Yahoo RAIS + Bing Display Network

•Google/Bing PPC•retargeting

•Google,Bing/Yahoo•Google retargeting•PLA•Search Syndication network

•Sitelinks•Call extension•Product Video

•Googe+; •Facebook Search

Creative direction(what will we show the customer)

AWARENESS(Ad copy/video focus on product features)

ENGAGEMENT(Ad copy focus on the benefits of the product;

retarget people who have visited the page)

DEMAND GENERATION(Ad copy focus on offers, deals and

benefit; Product listing ads; retargeting)

SS&P promotions;Google call extensions; product video through RAIS and sitelink

Product Google+ page

Messaging(how will we speak to the customer)

Highlight multi-mode features with touchscreen, convertible, ultrabook

Highlight multi-mode features; include usage

Highlight benefits for multi-mode; include usage; problem solving; incorporate deal

Highlight offer, deals and benefits, call to action in messaging (shop online now)

Highlight SS&P; showcase product series in sitelinks; and product video using RAIS

Highlight how many people +’ed Lenovo and how many reviews received with Star rating

Destination recommendation(where will we send the customer)

•Yoga splash page•Product Video page •Yoga splash page

•Yoga shop flow•Visit retail store•Call customer center

•Yoga shop flow•Yoga series page•Retail store•Related convertible product

•Yoga shop flow•Yoga accessory page•Call customer center

•Google+ page•Facebook page

Targets (rollup & geo)(what will be measured in our dashboard)

•Visit•Bounce rate•Video complete•Video playtime

•Visit•Time on page

•First time visit•Return visit•Visitor loyalty•Sale

•Sale•Participation sale•In-direct sale•Conversion rate•E/R

•Cancelation rate•Call center CSAT•SS&P sale

•Added google+•Added review


New Lenovo® Yoga 11S4 Awsome Modes 1 Incredible MachineTouch, Flip and Enjoy! Get yours today.www.Lenovo.com/yoga

Lenovo Yoga 11S UltrabookThe ultrabook with 4 usage modesand touchscreen. In 11inch Design!www.lenovo.com/yoga

Lenovo Yoga ConvertibleUltrabook and Tablet in one, withtouchscreen. Learn More Now!www.lenovo.com/yoga

New Lenovo® Yoga 11SThe World's 1st Multi-Mode Mini Ultrabook. Buy Now Get 10% Off!www.Lenovo.com/yoga

Sitelink 1: Yoga 11s accessories; Sitelink 2: Call # for customer serviceSitelink 3: Yoga familySitelink 4: All lenovo convertible products

Desire

Attention/Interest

Purchase

Enjoy

Ad

vocat

e


Attention/Interest

Attention/InterestA

dvo

cate

+


Attention/Interest

Desire/PurchaseA

dvo

cate

+


Attention/Interest

Enjoy/AdvocateA

dvo

cate

+

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RCS METHODOLOGY• Quality Score – relationship between keyword,

adcopy and landing pages• A/B test• Keyword match type Siloing

Relevancy

• Cost control – cutting fat, optimize ROI• Match type efficiencyControl

• Scale for converting terms/match types• Scale from account to account, geo to geo• Scale from device to device

Scalability

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GLOBAL SEARCH ENGINE LANDSCAPE

AVG. MARKET SHARE IN >23 COUNTRIES

92%

GOOGLE IS THE DOMINANT FORCE

Source: WebCertain, 2011

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GLOBAL SEARCH ENGINE LANDSCAPEGOOGLE IS THE DOMINANT FORCE

AVG. MARKET SHARE IN

CHINARUSSIAS. KOREA

19%


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3 LOCAL CHAMPIONS VS. GOOGLE

CHINA

76%

19%5%

(Launched in 1997)

GoogleOther

RUSSIA

61%

26%13%

(Launched in 2001)

GoogleOther

S. KOREA

65%

10%26%

(Launched in 1999)

GoogleOther

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IN INTERNET USAGE WORLDWIDE#1 IN INTERNET USAGE IN

EUROPE#1 IN MOBILE WEB USE WORLDWIDE#1

569 M INTERNETMARKET AT 42%

880 M MOBILEMARKET AT 66%





25% USE SMARTPHONES 60% USE SMARTPHONES27% USE SMARTPHONES

55% OF ONLINE AD SPENDING IS SEARCH

$7 B DIGITAL AD SPENDING





Source: eMarketer, 2011-2012

WHY DO WE CARE?

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COMPETITION FROM RESELLERS

Recommendations to best optimize Protect trademark terms.

“Lenovo”, “Thinkpad”, “Ideapad” keywords should be used only by Lenovo.

Require resellers to add these trademark terms as negative keywords across all campaigns.

Restriction on reseller Ad Rank. Resellers should never outbid Lenovo or rank above Lenovo

Audit resellers’ keyword list. If any violation is found, Lenovo is allowed to audit reseller’s keywords list and ad copies.

Cost per Click and Spend trend for Trademark terms

Spend CPC

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THANK YOU

Questions? Submit them to us through the GoToMeeting panel on your screen or email [email protected] & we’ll get back to you!

Tweet about today’s webinar with hashtag:#NetElixirU

For access to free SEO and SEM tools, visit www.LXRMarketplace.com

Stay tuned for information about next month’s webinar!

Limin ZhaoGlobal SEM Manager,Lenovowww.Lenovo.com

mailto:[email protected]

http://www.lxrmarketplace.com/

http://www.lenovo.com/

Technology

How Lenovo Uses Life Time Customer Value to Build SEM Campaigns